That’s because the brand’s famed hot dog on wheels is available to Twitter users for a lease of sorts, which Oscar Mayer says “is the first time ever a vehicle of any kind is available for lease exclusively through Twitter.”

From January 23 to February 7, consumers can enter for a chance to lease the Wienermobile for one eight-hour day by using the hashtag #Tweet2Lease on Twitter.

“One lucky winner will receive hands-on access to the Wienermobile, with the vehicle’s drivers, known as Hotdoggers, serving as personal chauffeurs,” Oscar Mayer says.

The brand also says it will select a winner at random and contact them to coordinate a lease date. In addition to the lease, the #Tweet2Lease winner will also receive a $500 cash prize.

“We thought Twitter was the right avenue — it’s easy, it’s absolutely where a lot of consumers are, and it’s just plain old funny that the first launch ever [of a vehicle for lease] is the Wienermobile,” says Tom Bick, senior director of integrated marketing and advertising at Oscar Mayer.

The idea behind the campaign comes from the notion that “we’re sitting on a goldmine with six Wienermobiles, the 27-foot-long hot dogs that roam country and are some of our strongest assets,” Bick says. “They’re constantly in social media and we wanted to take the power of that and harness it and have fun.”

In addition to six 27-foot Wienermobiles, Madison, Wisconsin-based Oscar Mayer’s fleet also includes a smaller Wienermobile on a Mini Cooper chassis that the brand retains locally, Bick says. The Wienermobile has been part of Oscar Mayer advertising since 1936.

Bick says the brand was “trying to find an idea that could really take it to the next level and be playful…and hopefully get disproportionate popularity because we know the big game is coming down the pike and people are more in tune with what’s going on in advertising.”

In other words, Oscar Mayer wanted to use its Wienermobile in a clever way in social media leading up to the Super Bowl.

“While we don’t sell Wienermobiles, a lot of people wish we did,” Bick says. “They love these vehicles. About half of our social posts are around the Wienermobile. We can’t sell them, but we can have some fun with it and create the #Tweet2Lease program.”

Marketers create personas to better understand their target audience and what it looks like. If marketers can understand potential buyer behaviors, and where they spend their time online, then content can be targeted more effectively.